“The bottom line is that the old model — let’s go to Sundance and cross our fingers that someone is going to buy it — is ridiculous,” says veteran publicist Cynthia Schwartz, whose firm 42West is repping 15 films at this year’s Sundance Film Festival and also consults on several DIY releases during the year. “Filmmakers have to take control. If they get a distributor, terrific. But if they don’t, they have to have a Plan B. And for the first time at Sundance, I feel like people are getting that.” — from Anthony Kaufman‘s 1.13.09 Indiewire piece, “Not Picked Up in Park City? Filmmakers Look Forward to DIY Release Options.”